Is there truly a market in failure?
I think Kaspersky will lose this one.
Think about it - it's not a "normal" market to have an OS which is full of bugs and security issues that it subsequently requires a third party app such as Kaspersky to fill the holes!
It surely has to remain the responsibility of the OS manufacturer, i.e. Microsoft, to get their act together and improve security. The have done this over the past few years pretty well, more work to do, but Windows Defender is a good solution and it's integrated deeply into the OS which makes it very effective - just look at the latest detection rates at AV Comparatives dot org, it's really improved in the past year.
What Kaspersky can do is have a product more like Malwarebytes, HitmanPro or Zemana. In other words, to have their software as an EXTRA layer of security over WD to stop tricky malware, isolate the browser for banking sessions, encrypt keystrokes, etc, but leave the core detection to WD.